Beyond the influencer's follower count, which is crucial for the organic reach your campaign can achieve, it's also essential to consider several other factors that will be even more decisive in choosing your influencers based on your goals and target audience.
Criteria related to your target audience:
Age of the audience
Location of the audience (Country/City)
Create your ideal personas and select influencers whose audience closely matches them.
Criteria related to a brand awareness goal:
Average number of views/impressions
Percentage of credible followers
Having a large number of followers doesn't guarantee maximum visibility. Not all of an influencer's followers may be exposed to their content, whether it's because they haven't taken the initiative to view the influencer's content, the algorithm hasn't shown it to them, or because the follower follows many accounts and the influencer's content gets lost among thousands of others.
Criteria related to a brand image goal:
In terms of brand image, we indicate via the "Brand Mentions" section if it's not risky for a brand to collaborate with this influencer. However, beyond this criterion, what's most important is to rely on your own sensibility and judge whether the quality of the influencer's content aligns with your brand's image.
Criteria related to an engagement goal:
Average number of likes
Average number of comments
If your goal is to generate engagement within the influencer's community, it's essential to check whether the influencer's community is active in interacting with the content they produce.